Influence of Celebrity Endorsement on Inventory and Inventory Techniques Among Retailers of Tasty Tom in Kassena-Nankana Municipality, Ghana

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Title: Influence of Celebrity Endorsement on Inventory and Inventory Techniques Among Retailers of Tasty Tom in Kassena-Nankana Municipality, Ghana

Author: Awechinga Sixtus
University of Energy and Natural Resources (UENR), Department of Agribusiness Management and Consumer Studies
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ABSTRACT
This study examined the influence of celebrity endorsement on inventory and inventory technique among retailers of Tasty Tom tomato paste in Kassena-Nankana Municipality, Upper East Region, Ghana. Primary data was collected from 99 rural retailers using structured questionnaires. Data was analyzed using descriptive statistics, Ordinary Least Squares (OLS) and Probit regression models. The celebrity endorser considered was Nana Ama McBrown. Results from OLS showed that retailer’s level of formal education (p<0.01), expertise (p<0.05) and attractiveness (p<0.10) of the celebrity endorser significantly influence weekly inventory kept. Expertise had a positive influence; as perceived expertise increases by one unit, weekly inventory increases by approximately 2 units. Attractiveness had a negative influence, suggesting high attractiveness drives sales leading to lower stock on hand. The Probit regression on Economic Order Quantity (EOQ) technique showed that attractiveness, trustworthiness and ethnicity of the celebrity endorser were statistically significant. Attractiveness and trustworthiness positively influenced adoption of EOQ. The study contributes to the dearth of literature linking source credibility theory (expertise, trustworthiness, attractiveness) to rural retail inventory management in Ghana. It is recommended that tomato paste manufacturers select endorsers who are perceived as experts in cooking, attractive and trustworthy to enhance retailer stocking behavior.

Keywords: Celebrity endorsement; Inventory management; Economic Order Quantity; EOQ; Tasty Tom; Nana Ama McBrown; Rural retail; Kassena-Nankana; Ghana; Source credibility